The CEO’s Playbook: How AI and Ecosystems are Reshaping B2B SaaS Growth | Bryn Jones, PartnerStack

In the rapidly evolving world of B2B SaaS, traditional growth strategies are being upended by technological advancements and shifting buyer behaviors.

Bryn Jones, CEO and Co-Founder of PartnerStack—a leading platform for managing B2B partner ecosystems that originated from Y Combinator in 2015—has emerged as a key voice on this transformation.

In a recent episode of the Partnership Mastermind podcast, Jones outlined his vision for “The CEO’s Playbook,” emphasizing how AI and ecosystems are not just tools but fundamental drivers reshaping how SaaS companies scale and compete.

Drawing from over a decade of building infrastructure for the global partner economy, Jones argues that CEOs must adapt to a landscape where efficiency, data-driven decisions, and collaborative ecosystems take center stage.

The Evolution of B2B SaaS Growth: From Channels to Ecosystems

Jones traces the history of B2B sales to illustrate why ecosystems are now indispensable. In the 1990s, distribution relied on channel models, where physical media like CD-ROMs and intermediaries handled reach.

The early 2000s ushered in direct sales, allowing companies to bypass middlemen and connect straight to customers via digital means. Today, however, Jones believes we’re in an “ecosystem-led” era. Buyers are more informed than ever—97% conduct independent research before even visiting a company’s website—and they demand integrated “stacks” of solutions rather than standalone products.

In this context, partnerships aren’t optional add-ons; they’re core to discovery, influence, and deal-closing. Ecosystems build trust, enable product synergies, and provide visibility in non-linear buyer journeys.

Jones points out that partnerships can deliver higher net revenue retention (NRR)—for instance, 108% from tech partner referrals compared to 84% from business development representatives (BDRs). This efficiency makes ecosystems the “most efficient GTM channel,” according to Jones, prompting CEOs to invest heavily when presented with compelling data.

Key Beliefs: Efficiency, Executive Buy-In, and Data-Driven Proof

At the heart of Jones’ playbook is the conviction that CEOs prioritize whatever drives the fastest, most cost-effective growth. Partnerships excel here by generating qualified leads, pipeline, and closed revenue at lower costs than traditional channels.

To secure executive buy-in, however, partnership leaders must avoid jargon like “partner touch points” and instead speak in C-suite terms: pipeline conversion rates, revenue impact, and return on investment. Jones advises simplifying narratives to show clear outcomes, such as “$1 in equals several dollars out.”

He stresses the importance of “laddering up” messages—qualifying your company’s commitment to partnerships and translating metrics into executive language. Real-world examples, like increased investments following proven NRR advantages, underscore that partnerships are “investable” when backed by data. Jones warns that without this credibility, budgets will flow elsewhere.

AI’s Role: Automation, Productivity, and the New SEO

AI is a game-changer in Jones’ view, automating mundane tasks in partnerships—such as recruitment, activation, campaigns, and payments—via intelligent agents. This shift frees teams for high-value strategic work, like deal orchestration. PartnerStack itself has invested in AI, allocating 25% budget buffers and focusing on “opt-outs” rather than pricing, acknowledging high failure rates but transformative potential.

Jones introduces “GEO” (generative engine optimization) as the successor to SEO, where visibility in large language models (LLMs) becomes critical as buying moves inside AI interfaces.

Partnerships influence this through co-marketing, user-generated content, and mid/long-tail sources like forums and Reddit. He urges partnership teams to “think like marketers” to own this space, lest marketing departments claim it. Tools like PartnerStack’s attribution features help track influences and resolve credit disputes.

Additionally, Jones envisions Partner Relationship Management (PRM) tools evolving from mere “systems of record” to “systems of action,” using AI for workflows like quarterly reviews and precise engagement. In messy, multi-touch buyer journeys, multi-partner attribution ensures fair incentives, from lower commissions for top-of-funnel contributions to higher for closers.

The CEO’s Playbook: Adaptive Strategies for 2026 and Beyond

Jones declares traditional playbooks “dead” due to the accelerated pace of change in B2B SaaS—events like the SVB failure can slash GTM budgets by 40% overnight. Instead, he advocates for real-time, community-based enablement powered by AI, sharing contextual data like value propositions and customer profiles for agile responses.

Top “S-Tier” partner managers, in his view, “think like marketers and act like salespeople,” using sophisticated pipelines and product leadership to unlock net-new opportunities. For 2026, high-leverage skills include mastering GTM language (studying CMO/CRO decks), business curiosity (reading CEO memos), and AI experimentation for efficiency gains.

From a CEO perspective, Jones balances AI adoption with job security: prioritize growth drivers, cut headcount only in downturns, and mandate AI learning for career advancement. In uncertain times, capital efficiency and data-driven adaptation are key to survival.

Conclusion: Embracing the Partner-Led Economy

Bryn Jones’ playbook positions AI and ecosystems as the twin engines of B2B SaaS reinvention, enabling scalable, efficient growth in a buyer-centric world.

By automating the routine, optimizing for AI-driven discovery, and fostering data-backed partnerships, CEOs can navigate volatility and drive outsized returns. As PartnerStack continues to power billions in transactions for hundreds of SaaS firms, Jones’ insights serve as a roadmap for leaders ready to lean into this shift. For SaaS companies, the message is clear: adapt to ecosystems and AI, or risk being left behind.